Summary of Selling to Win

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Selling to Win book summary


6 Overall

8 Applicability

4 Innovation

6 Style


British sales expert Richard Denny demystifies the sales process in this readable and easy-to-process text. He covers the basic tenets of sales, from getting the first appointment to asking the right questions to closing the deal. His concepts aren’t particularly groundbreaking. Anyone working in sales should be familiar with most of his ideas, and might need to be ahead of his coverage on communication technology, such as voice mail, e-mail and beyond. Yet, getAbstract finds that the book serves as a useful introduction to the ABC’s of selling and suggests that up-and-coming salespeople can certainly benefit from its contents.

In this summary, you will learn

  • Why working in sales is like running your own business;
  • How to ask questions that reveal your client’s needs; and
  • How to get that elusive first appointment, make an effective presentation, handle objections and close the deal.

About the Author

Richard Denny is chairman of a leading British sales and management training firm, a speaker and an author. His books include Motivate to Win, Communicate to Win and Succeed for Yourself.



Everybody Sells
Everybody sells, but not everybody sells well. Whether you are a doctor, lawyer, homemaker or real-estate agent, sometime you will need to sell yourself, your ideas or your services. To survive and excel in today’s competitive atmosphere, you need to learn how to sell and...

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